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Amazon

Amazon

These image ads with pricing noted only appear on Amazon's platform as Sponsored Products ads instead of image ads with pricing next to similar competitor options on Google and Bing.

Running Amazon campaigns have similarities to PLAs, also known as Product Listing Ads, however, these image ads with pricing noted only appear on Amazon’s platform as Sponsored Products ads instead of image ads with pricing next to similar competitor options on Google and Bing. These are paid ads to boost sales of products similar to Pay Per Click (PPC) campaigns on major search engines. Amazon has two options for paid ads on their platform, which are Seller Central and Vendor Central. Most manufacturers that wish to sell direct or retailers and distributors usually go with Amazon Seller Central for many reasons. 

Reasons to go with Amazon Seller Central

Seller Central has more control over pricing than Vendor Central partners.

Vendor Central clients receive minimal if any support. Seller Central partners have access to Amazon Seller Support service, which is OK. It is not great, but workable.

Seller Central clients have a flat fee that 3rd party sellers pay, which makes it easier to account for Amazon costs, unlike Vendor Central, which could see their costs increase over time

Amazon Seller Central partners can dictate their own margins, unlike Vendor Central which can expect wholesale margins

You get faster payments with Amazon Seller Central, usually in 7-14 days.

As a Seller Central partner, you have full control over your listing and inventory. Vendor Central clients on the other hand, can see their inventory run out since Amazon does not send low inventory notices and Amazon sometimes has a tendency to run down stock for Vendor Central program

However, with Vendor Central you do have marketing and service advantages since there are more marketing options available to Vendor Central clients who sell their products through Amazon Retail. For example, Vendor Central partners can have their own Brand or Store page, vendor-powered coupons, more detailed content and headline ads. Also when it comes to issues like fraud and claims of fake products, Vendor Central clients do not need to address those issues since Amazon will handle those directly since your products are sold and shipped by Amazon. One big item to note is that to even participate in Amazon Vendor Central, you have to be invited to do so, which is also a key factor in most Amazon campaigns running on Seller Central typically.

It is also not uncommon to run an Amazon campaigns with a PPC and PLA campaign for the same products since that tactic gains more virtual real estate on the search results pages (SERPs) on Google and Bing to increase the odds of a sale occurring over competitors with similar products and product types. We can provide minimum recommended Amazon budgets, similar to our PPC & PLA recommendations, as well as suggestions of which products to promote. For potential clients that wish to test us out vs. competition, we have suggested approaches in order to run a comparative performance test to measure our team to other online agencies.

For those seeking a long-term online strategy to boosting leads while avoiding Amazon costs, Search Engine Optimization, Content Marketing and growing positive Testimonials across a variety of review sites, industry portals and social channels are all good investments to harness more traffic naturally and organically via major search engines. The tradeoff to not paying Amazon as well as Google and Bing (for PLAs or PPC) for clicks and sales is the amount of labor involved to get organic results and then maintain those results as competition seeks to out-position your listings online. Another factor to consider is remaining patient time-wise to appear on relevant SERPs, which are Page 1 and Page 2 of Google, Yahoo, and Bing. Most firms are impatient and want sales immediately, so the tolerance needed for SEO results is not for everyone. However, keep in mind, grabbing as much virtual real estate via Amazon, PLA, Pay Per Click, SEO and Reviews on the search results is the ideal tactic to surround a potential buyer with more of your messaging (via the search listings) than your competition. 

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How to get started to achieve your sales, leads or design needs?

Contact us today and share your needs to achieve success with one of our team
members. We can provide a FREE analysis of your website or a FREE consultation to hit your business goals. We are excited to earn your business!

FREE ANALYSIS

Our Process to Success

Our team of marketing, sales, and business development gurus can customize a business strategy within the context of your goals. We can offer a third party view to your marketing or sales strategy that may not be explored or be underutilized, provided under a consulting engagement.

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Initial Consultation

Our business relationship launches with an interactive review of your business, market, competition, reasons for the project(s), the demographics desired, timing, budget, and goals. We then mutually come to an agreement on the cost, terms, and deliverables if we wish to proceed forward.

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Planning

The on-boarding stage does require active participation from all parties in order to be more precise in the targeting, layout, design, content configuration, set-up, and goals. Depending on the project, substantial research may be needed along with an assessment of acquisition time and costs

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Execution

Our team manages each campaign and project, which ranges from recurring monthly services to one-time efforts. There is always a producer and either campaign manager or project manager involved with any service we provide.

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Results

We like to measure the performance of our campaigns, programs, and custom design and build projects since it helps us optimize those efforts so that we can make more intelligent decisions while including our clients to be an active part of the assessment. We both thrive when both parties are engaged throughout the entire process lifecycle, which then evolves our business relationship into other opportunities to work together. Our goal is to always add value so that we are a key part of each client's successful team.